8 innovations we would like to see in email marketing for 2020

From having managed email systems for hundreds of clients over thousands of campaigns at SendNet, there have been some pain points in email that we will benefit from being solved sooner rather than later. Bear in mind, that almost none of these are innovations in the technical sense of the word as the technology is actually currently available. What we mean is the general level of adoption.

Send offers based on customers purchase behaviour

Time and time again we have seen this trend in our ecommerce customers. Customers who send generic "buy this" or "here is a big discount this friday" type emails find very little success and are in the danger of getting into spam folders than people who take the care to send more personalised emails where previous purchase behaviour plays a part in the content and the offer thats being made.

Send offers based on customers location

Being sensitive to location is easy to do. It requires though that this data is captured and stored when the customer visits your website. No point in sending an email with an offer for the entire country if the shipping takes 2 weeks. Nobody will buy that when they can actually pick it up in the evening in their local shop on their way back from work .

Do lot more inside the email rather than take the user to a website

For example, add more ineractivity using AMP for email. Allow for submission, use carousels etc within email and save time and space. Play videos inside email rather than take the customer away.